Global Edition

Edinburgh Crystal uses golf in an online assault on the US market

9.10am 27th June 2000 - Corporate

Catriona Matthew, European Solheim Cup Team member and winner of the 1998 McDonalds Championships at Gleneagles, has teamed up with the UK’s most popular crystal brand to create an online shopping site. features a range of golfing products and an exclusive tips and advice page which will be updated by Catriona herself on a monthly basis.

Catriona is delighted with the latest phase of a long-term association with Edinburgh Crystal. “The company has been a loyal sponsor for a number of years but this is an exciting development with a hugely respected brand. I hope to be able to help US golfers with advice on all areas of the game, encourage them to keep coming to the site and of course sell more of Edinburgh Crystal’s fantastic products.”

Managing Director Bill Soutar said the move to involve Catriona had come from a desire to give the site personality and support the golfing product range in an imaginative way. “We don’t just want to attract the occasional shopper, we want the site to be visited again and again. By updating the content and involving such a high profile golfer we add value to the experience of shopping with us.”

The site, which has only been running for a couple of months, is already proving its worth. “Sales are up in value terms by some 50%,” says Bill Soutar.

Consumers can browse, order, personalise and track products from the Scottish-based factory to their home within five days. The company is using a state-of-the-art international tracking and specialised packaging service to implement delivery and mounting an US-based awareness campaign to promote the URL.


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